With the myriad of tools available there’s no excuse for not optimising across multiple channels, but choosing one to use can be daunting.
While Jerome is busy posting about the in’s and out’s of implementing Search&Promote, I thought I’d wade in with a post on why businesses should consider their search as a missed opportunity.
I’ve previously posted on what I think is a hidden gold mine of information called internal search. It’s an area of the site that many companies, quite frankly, ignore.
“Not too sure how to do anything with it, we assume it’s working just fine serving up results to random queries, so we’ll leave it alone and focus on our core purpose, driving people into our conversion funnel.”
Or something along those lines.
If that’s you, go stand in front of a mirror and slap yourself a few times! Wake up and smell the coffee…there’s much more to search than that!
So I promised that I would finally put fingertip to keyboard and talk a little bit more about using Visitor Scoring…to finish up the series that I started a while ago.
If you’ve read my previous posts, you’ll know that we implemented a series of metrics for engagement measurement, culminating in a per-visitor score.
I wanted to share with you some of the insights and benefits of doing all of this, particularly in Discover.
When it comes to searching across the web, we all know that Google is king, but does this still hold true across your own internal network?
Over the past 12 months we have wrestled with this question, particularly in an environment with multiple search mechanisms, manually maintained indexes, and masses of sites that were created when metadata was primarily used to categorise instead of search.
This is a follow on post to my previous one about measuring that elusive engagement. This post focuses on the aspect of applying a score to visitor interactions, as they interact with your content and applications.
Visitor scoring is fairly simple – especially in SiteCatalyst, and by leveraging the data in Discover through segmentation, (and ultimately in SiteCatalyst 15), it’ll give you even more insight into visitor engagement.
Visitor scoring measures and assigns a relative value to individual customers and prospects based on their actions and behaviors over time. You can determine intent and engagement – even before visitors convert.
Once you’ve identified your most valuable visitors, you can dissect their actions to determine the campaigns, keywords, referring sites and offline touch points that engage them – and invest more on these efforts.